Marketers who have experience using a variety of communications tools have also likely experienced skepticism or push back when it comes time to use certain items in our marketing toolbelt. Whether the feedback comes from well-meaning friends and family, or directly from the c-suite, everyone on planet earth has the experience of being marketed to, which can impact their perception of how effective certain marketing tools can be.
Myth # 1. No one opens email. While the open rate of marketing emails varies by industry, the overall average in 2023 was 38.49% (source: Hubspot) and is even higher for organizations like finance, health and fitness, insurance, legal and others. Open rate is the percentage of those who receive your email who also opened it. For organizations and companies with hundreds or thousands of subscribers, that’s direct access to a huge number of people who have already signaled interest in what you have to offer. Using email is an important and targeted way to stay in regular communication with those interested in your product, services or outcomes.
Myth # 2. Social media is more effective than email. Because content on social platforms can be seen by millions of people if you happen to strike gold, it can be easy to see the allure of “going viral.” It’s true, platforms like TikTok, YouTube and Instagram can be a great way to grow awareness for your organization and get new eyes on your brand. However, email marketing allows you to stay in regular communication with “warm leads” who already know, and hopefully love your organization. As of July 2023, the average engagement rate of an organic Facebook post is only 1.52% (Source: Hootsuite). Of course, you can always “pay to play” on social, which will increase your reach and engagement. But paid social content will require a dedicated strategy to ensure it’s effective for your organization. That’s why any good marketing strategy should include multiple channels, platforms and strategies to reach a variety of your target audiences.
Myth # 3. Marketing emails just get caught in spam filters. Sometimes, they do, unfortunately. But it happens most often when the appropriate steps aren’t taken up front. There are several best practices when choosing and setting up an email marketing platform to make sure email clients view you as a trusted sender. 1. Don’t buy a list. When you’re adding emails you plan to send to, make sure they are real, active users, who truly would want to hear from you. Which takes us to point two; 2. Use a double opt-in. This means that whenever a new address is added to your database, they’ll receive an email confirming that they want to be subscribed. This will keep people from immediately unsubscribing or flagging your correspondences as spam. 3. Authenticate your domain. This is an important technical step that will help email servers verify your email is coming from the organization that it says it’s coming from.
Does your organization need help getting started with email marketing or looking for someone to take it off your marketing to-do list? Send me a note. Let’s get coffee, a pastry, and chat!